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Apple’s $10,000 iTunes LP fee causing stir (Updated)

Apple has so far limited production of iTunes LP format releases to major …

As we explained in our look at the iTunes LP format, the insides are built with standard Web technologies: HTML, CSS, and JavaScript complemented by graphics, audio, and video media. The result of this is that any experienced Web developer should be able to produce an iTunes LP, and it's not outside the realm of possibility that web-savvy indie bands could even produce one themselves. However, it turns out that, so far, Apple is keeping independent labels and artists from taking advantage of the format.

Brian McKinney of Chocolate Lab Records, and small independent label from Chicago, checked in with his distribution company to see how to go about producing iTunes LPs for bands on the Chocolate Lab roster. The news wasn't good: it costs $10,000 per album, and only majors are even considered at this early stage. Even if iTunes were actively courting indies, the high fees "pretty much [edge] out the indie market completely," according to McKinney.

Naturally, revelation of this fact caused some frustration and indignation. "[I]f they're charging ridiculous, prohibitive fees and only letting a few major labels take advantage of this, that romantic cry for the return of the album sounds cynical and disingenuous," wrote Gizmodo. "[We've gone] from the promise of recreating the magic of a physical album to the disappointment of a niche and waning paid ad format in less than a month—sad," wrote Cult of Mac.

If Apple keeps these limits in place, such conclusions would be tragically accurate. But the iTunes format is still in its infancy, and we're only seeing the tip of the iceberg when it comes to the possibilities that iTunes LP could enable. Some albums may simply have some additional content, lyrics, and limited interaction. Others may be elaborate, artistic compositions in their own right—just imagining what Of Montreal or Animal Collective might do with the format is entertainment in and of itself. A fixed fee is never going to work for every act—such projects may require the help of just one freelance web developer, or could involve teams of designers, artists, and developers working in concert.

An iTunes LP version of Listen by Tryad was developed independently by an upstart firm.

A company called iLongPlay has already developed what is believed to be the first independent iTunes LP. The company took Paris-based Tryad's new album, Listen, and made a full iTunes LP version of it. iLongPlay did the work for free to demonstrate its ability to produce one, and chose Listen because it was released with a Creative Commons license. It's not available from iTunes, but it can be downloaded from iLongPlay's website. This is just one example of what is possible, even without documentation of Apple's TuneKit frameworks or assistance of any kind from Apple—imagine what's possible if Apple were to fully document the standard.

Apple has only released 12 iTunes LPs, and it may still be testing the waters to see what kind of demand—if any—exists. Apple may also be waiting to open the floodgates of iTunes LP submissions until some minimum of quality can be established. Furthermore, the hardcoded screen size of 1280�720px hints that the format has potential ties to AppleTV or the long-rumored Apple tablet.

We think at this point it's still too early to tell what will happen to the iTunes LP. We are hoping Apple lets indie artists and labels in on the fun, though; the chance of something truly innovative happening with the format is much higher with this group given what we have seen so far from Apple and the majors.

UPDATE: Looks like Apple is definitely planning to open up iTunes LP production after all, though no specific timetable has been given. "There is no production fee charged by Apple," an Apple spokesperson told Music Week. "We're releasing the open specs for iTunes LP soon, allowing both major and indie labels to create their own." McKinney may have just gotten bad information from his distribution partner or the iTunes "rep" that was quoted. The fact that the spec for iTunes LP will be open and available to anyone, though, is good news for the format in our opinion.